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Sony officially released a press text (Click here) describing the Key Strategies for the future. There is a section concerning the Imaging Division. In short they want:
1) to expand the image sensor business
2) focus on 4K-compatible cameras
3) expand sales in the mirrorless market by “introducing models that leverage Sony’s image sensor technologies to further enhance image quality“. Also size reduction and new higher-powered zooms are described as key tech for to the mirrorless success.
Note: A-mount will become mirrorless too. That’s why (I guess) they didn’t talk about the DSLR system cameras 🙂
Here is the full original Sony text regarding the Imaging Business:
“Placing image sensors, a particularly strong category for Sony, at its core, Sony is concentrating the focus of its imaging businesses on creating value-added products, while aggressively exploring new applications for its imaging technologies in both the consumer and professional markets. In terms of image sensors, the Company will continue to commercialize new sensor technologies capable of differentiating finished products, for use in a range of consumer and professional applications. The Company also plans to engage in aggressive capital investment in order to meet the robust demand for these components. At the same time, Sony is also developing technologies that further expand the range of sensor applications, including sensors capable of sensing beyond the visible light spectrum, and sensors capable of detecting and categorizing different types of information. For the professional market, Sony will continue to reinforce its professional camera lineup centering on 4K-compatible cameras, as well as cameras for cinematography. The Company will also target further business growth by extending the scope of its digital imaging technologies to new business areas such as security, sports and medical, and will reallocate resources accordingly. In the consumer market, where business conditions continue to shift rapidly, Sony aims to expand sales of value-added compact digital still cameras by introducing models that leverage Sony’s image sensor technologies to further enhance image quality, and also incorporate feature enhancements such as reduced size and weight, and higher-powered zoom. Sony will also seek to firmly maintain its number one global market share in the growing mirrorless lens camera category. Through these measures, Sony will target sales of 1.3 trillion yen and an operating profit margin of more than 10% across the image sensor, professional, and consumer categories by FY14.”
97 Responses
That sounds great. When is the new nex 7 coming out then. The tech stuff in the mirrorless cameras are what we want in the dslrs. Wifi. Quick accurate focus. Small and light weight. Touch screens. And more that’s why I think it will grow rapidly.
It has been written about that before here on SAR. The NEX-7 successor may be introduced late this summer and delivered in October (according to the rumours).
Personally, I don’t like touch screens at all. These quickly become smeary and doughy. Besides, I need to take down the camera from eye position to operate it. Much slower than with A77 – with this I can do almost anything seing throw the EVF and without needing to take it down in front of my belly. After having been used to the EVF / SLT camera style of operating, I certainly don’t want to go back to the OVF / DSLR old style!
Finally, there are some tech stuff in the SLT cameras that I certainly want at least in the better NEX cameras. E.g. the much sharper and larger EVF (i.e. a much better eyepiece for the NEX cameras, not just a simple lens), and no long EVF start up time (will require a more powerful micro processor in the NEX cameras, though).
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Is the EVF any larger with the SLTs? The specs say both the A77 and NEX-7 have the same 1.09x magnification.
Yes, and they use the same OLED screen. But in spite of that, people who own both cameras have reported that the NEX-7 viewfinder is inferior to the a77 viewfinder. So the optics placed between the screen and the eye are apparently different in the two cameras.
I second the hatred for touch screens. I have it on some Sony Camcorders and it truly just sucks… especially on the one that requires you use touch screen to do things like manual focusing.
If it doesn’t have a mirror, then it isn’t a DSLR.
Considering size, I believe that they should keep on making a Big Sized cameras … Like Alpha 99 and 77 …
Problem is that’s not where the money flows
So.. If I want to invest in Sony for video purposes should I be investing in a or e mount lenses??????
You should be investing in a Canon.
Why? Because 5D2’s were popular like 50 years ago? Canon suck….. Fs100 is far better and far cheaper than the C100 and the FS700 is far better and far cheaper than the C300.
Because you’ll get professional levels of support from Canon when something goes wrong. But hey, you get hung up on the technology, it’s your money.
rofl worst argument ever.
Sony can too.
Sony service isn’t bad, on the consumer level. For professionals using their professional imaging equipment, it’s actually quite good. Of course, individual experiences may vary.
@MikjoA Unlike you, I am speaking from experience. You’ll also note that I am an Alpha user, just saying it as it is.
Sony high level support is good at the broadcast end, but consumer stuff like NEX is non-existent.
But like I said, it’s not my money. If the equipment breaks then I wish the OP good luck getting it fixed in time for a job. They have been warned.
@AlphaGuy: so based on a couple of personal experiences, you think it is valid to generalize about Sony support? The support I get in my country (delivered by a subcontractor) is excellent.
You should buy a NEX-FS700 or NEX-FS100, and buy whatever lens you like (Zeiss, Arri, Canon, Sony, etc). Don’t limit yourself to A-mount or E-mount
Depends which bodies you are thinking of using. The Sony PMW-F5 is pretty great and accepts PL mount, fz mount and can accept other lenses via an adapter.
Based on the press snippet you posted, the “imaging sensor technologies to further enhance image quality” in point 3 are relevant to COMPACT cameras not mirrorless cameras! They only said they will strive to remain #1 in mirrorless. Stop twisting the reality to what you want it to be!
Also the size and weight reduction seems to apply to compacts only. I find the post title rather misleading…
That bit definitely looks like they’re only talking about compacts and not nex/alpha. Given that the low end compact market is dead, could they mean the new rx?
I agree on reading ‘mirrorless lens camera market’ as encompassing both mounts (they’d have said csc if they were just referring to nex).
hm… seems like you are right.
Sony is planning to do whatever they can to ensure survival of their compacts.
Seeing success of RX series – I’d say it makes sense and they can actually pull it off.
This press announcement seems to be mostly irrelevant for A and E mount users.
I hope they are not just talking about beefed up versions of Clear Image Zoom…
I don’t mind that at all, It’s 1/3th extra light. And if the focus speed is at least as good then I’ll buy one!
At least Sony’s giving a good outline to what they’re doing unlike Nikon and Canon – well done. Would like Sony to do a 1D-C equivalent (along with Nikon) complete with either F/A mount and PL Mount and housed in Sony A99 / Nikon D4 body – would be a good seller.
4K should become mainstream and norm within 2-3 years and only question need to worry about is off-line store and processing power to edit content; biggest block is the limited HDD space at current time 4TB ~ soon hoover up this space with 4K+ content
Canon and Nikon are so predictable that there’s no need for any outline. We’ll see another Rebel, and another D3xxx or D5xxx sooner or later. Somewhere in between more serious models will happen. Just look on Canikon camera release timelines and you’ll have very precise map of releases for next 20 years.
And – frankly – that’s what makes Canikon so attractive compared to Sony, if you have invested in a good lense collection.
True built up quite large selection of lens in both Nikon and Canon that it’s impossible for me to dive into Sony A Mount; however due to Canon and Nikon laughable Mirrorless selection I’ve added an excellent Nex system.
LIGHTING?? TTL options
Connectivity??
PDAF – AutoFocus??
How about support for your Existing users??
Existing users? why should Sony support us, when they already have our money!?
That is exactly why Sony is where it is today – an also ran in the market with fantastic tech. If they treated customers better they would develop loyalty and challenge Canikon – they have the tech to do it just not the brand loyalty.
“focus on 4K-compatible cameras”
Great, more video-centric cameras, I’d prefer it if their focus was on stills cameras.
Compacts can’t be video-centric.
+1 for both A & E mount
+1! i have the RX1 and NEX 6 + 5R, can’t wait for a FF interchangeable!
E-mount fast zoom . What take you so long ? We have 2013 and still no fast e-mount zoom ,shame ,shame,shame ,shame,shame ,shame,shame ,shame,shame ,shame,shame ,shame,shame ,shame,shame ,shame . I need e-mount fast zoom straight away !!!
I want a big NEX like alpha
Just buy alpha. No need to limit yourself to the nex.
You are limiting yourself to the A-mount, no such issue with the E-mount.
Which probably doesn’t look like such a good business plan from Sonys point of view.
Figure out how to get profit from the camera AND the lenses AND tie the customer in!!…
I buy a NEX camera… great! – a little bit of cash in Sonys pocket!!!… But then…. I find all these adapters & loads of glass on ebay…. MADE BY SOMEONE ELSE – so no extra money for Sony…
Then there is also that 2 or 3 years down the line it is time to buy a new camera. I could buy a Sony…. OR… having seen some great reviews for the newest canon/fuji mirrorless, perhaps I will give my pennies to someone else??? A few extra quid on ebay for some new adapters & I can use all of the same lenses I was using before!!
The point I am trying to get across here is that we, the customer, currently have very little tie to the NEX system & Sony gets most of the money from selling bodies/kits. They will constantly have to be the best to keep people from switching due to this weak tie.
A-mount has a much stronger tie. Even if the same proportion of customers buy extra lenses, these lenses will be far more likely to be Sony made ones (& this therefore will give more money for Sony straight off), & it is also far less likely that these customers will switch brand as these lenses cannot be adapted so would have to be sold at a loss.
Yes it is a long hard slog to get people onboard the A mount, but get them there & you will get more cash per customer due to tie. Make a false move or two & an amazing amount of customers will stick around as to move away will be a huge cost.
It has been easier to get people onto the NEX system due to it being a newer market. But it is mainly only camera bodies/kits only that are sold so a smaller cash cow as I see it. Then, if Sony make one or two false moves, that customer base will vanishin an instant…
Nobody likes people who count not their money =)
Guys, shoot! Dont whine!
I was speaking for the end-user, not Sony. Given the choice between a mirrorless camera with equal capability one with an A-mount and one with an E-mount, the E-mount is generally a better choice due to its adaptability.
VG900 exists, and it’s fullframe too
Hi Andrea!
Any news about Nex 7n or A77 firmware? 🙂
+1
August is a long way off yet.
While I think the focus on sensors and image quality is great news I hope camera systems are not neglected- specifically the Alpha professional line. The Sony (Minolta) flash system needs to be transitioned to use radio communications in order to do away with the pre-flash optical communications. Tethering needs to be taken to the next level- wireless for both live view and at least full camera control, preferably additional camera controls such as time lapse, focus pulling, EXIF metadata entry, gallery management, etc. Supporting a workflow system where focus pullers and photographer assistants could work with tablets, smartphones, or laptops during shoots while the photographer concentrated on composition and working with the subject would make for a very enticing system for pros. Time is money and Sony needs to bring in all of its corporate talents to create a unified system that is as vendor neutral as possible (e.g. the camera could have a built in web application server so any authenticated remote device could control it).
Please let me know if Sony Digital Imaging has any job openings 🙂
What’s the mount shown behind the speaker?
It’s an a99 so alpha mount. I wouldn’t be surprised if the photo is just stock though.
From what we can see and the position of the contacts, it is A-mount.
I see. No emphasis has been put on making proper cameras, only on sensors and zoom “power”. New plastic boxes with crappy menus are coming then, which will break as soon as the guarantee expires. Well that’s not my “market segment”, that’s more like M43.
M43 cameras are better overall, except sensor size.
There are so many m4/3 camera & lenses out there you can’t even generalize them. Some are better, some are worse. I argued to my friend that m4/3 has more lenses and he argued back the lenses worth buying are not much more than Sony’s.
Well for those of us who are photography hobbyists (the majority), nothing seems to be worth buying. M43 cameras only lacked models with EVF in left upper corner, now with rumored GX2 this is going to change.
Nex cameras can always get better, but M43 sensors will never get bigger
I can die before Sony (or anybody else) makes the right camera.
It’s highly unlikely Sony changes the toy interface of NEX cameras…
Like the new E-P5 which will sell for 1000US without EVF?
That’s a typical example. No camera, lots of “tech”, which was obsolete in Korea 10 years ago, too. We need a camera, not a toy with some more megapixels.
I really hope that’s translated properly and indicates a couple premium E-mount zooms on the way. The pessimist in me is worried that they’re talking about more “powered” zooms.
More higher power zooms they say. Is iy maybe a 100-300 f.4 zoom coming up, or a 100-600 zoom
It’s becoming more and more clear that Sony is comfortable in its roll as innovator and image sensor supplier. In doing so we can expect Sony to innovate and demonstrate new camera technology without going into head-on, long-term competition with Nikon or Canon.
If you are looking for the latest in camera technology, Sony should be on your list.
If you are looking for a camera manufacturer with a full range of lenses, accessories and services I believe you are going to have to settle for Canon and Nikon.
better menu system please.
Oh, probably it means Sony has no significant ideas how to improve digital cameras.
In marketing term it’s called ‘trade secret’
Looks like Sony and Olympus are beginning to work a lot more closely. Good news for both companies. Now, if only Apple would buy Sony. They have the cash. It would have been cheaper to do earlier in the year, when the Sony stock price was appreciably lower, but can you imagine Apple owning media creation and distribution networks, along with manufacturin capabilities? How about the PS4 with Apple TV integration?
That would be one of the more idiotic mergers in corporate history, which is saying a lot.
In the meanwhile, Sony: improve your video on the NEX line.
If the A-mount goes fully mirrorless, I’d love to see Sony release a line of f/2.8 prime lenses that are focused on high image quality. Furthermore, as the camera no longer has a mirror to design around, lenses could be designed to protrude into the camera to make better use of the unused space. You could end up with a set of super high quality primes, that on the exterior would have the appearance similar to a pancake lens, because a bulk of the optics reside inside the camera.
I love it when they use the word “leverage” in corporate parlance. It means we’ll pray a lot and even try harder this time around.
When you read the Sony strategy text it is absolutely clear what the priorities are: 1 Sensors 2 Sensors 3 Sensors 4 New areas 5 Professional cameras 4K Cine 6 Consumer cameras enhanced and power zoom 7 Maintain no.1 in Mirrorless cameras for consumers.
If somebody here on SAR like to think the last category includes Sony/Minolta/A-mount cameras fine, but the text is as clear as any business text can be. Minolta-line which was intended for professionals didn’t work! It will live a a little longer but slowly fade away! Sony will work to bring users to “NEX” and some pros have to buy Canon/Nikon. Let’s be realistic and not just hope……
If it’s Sensors Sensors Sensors, I hope this includes multilayer sensors.
It really is past time the Bayer mosaic went away.
Stacked sensor +100
Higher resolution stacked sensor +1000.
as much as i dislike it, .. i read the press release the same way you do. too bad..
well this press release actually worries me a bit. Especially when they talk about “realocating ressources accodingly” in the context of professional application (medical,sports, sensors with capabilities beyond e visible spectrum) then i am asking myself which dept.mthey are going to reallocate ressources from ? … to me this is a classical “new fiscal year strategy announcement” , and that why i am worried when then do not mention the dslr/slt segment at all. well Andrea you said that the A mount Dslrs/SLTs are counted as mirrorless now , i really hop you’re right . Given last years fatal numbers and facing the fact the Sony DSLRs/SLTs are not the photo markets most sought after cams it wouldnt be to surprising if they cut that branch and rallocate the ressources to kor promising high end applications…. hope dies last …
Does enhanced image quality include higher resolution? Since this is my primary concern it concerns me that it was not mentioned.
@animals
Have you tried taking videos of animals instead of stills as models?
It might work just as well and see different tonalities, et cetera?
Just a question, bcoz the high resolution camera that you wish for doesn’t loom in the near horizon
I don’t understand how videos could be used as models.
At 8k thats 32mp and it might work but 4k is only 8mp.
I hope Sony isn’t going to only sell ‘smaller’ cameras. I want a camera to feel comfortable in my hands, and many of Sony’s current cameras are too small. I know the Japanese engineers have smaller hands than people in the western world, but I hope they design bodies that fit more than small hands.
It may happen Sony DO NOT mention compact size in relation to mirrorless.
Andrea has posted a VERY misleading title.
Andrea you post title is WRONG and misleading!
Here are quotes from Sony’s site you linked:
1) about COMPACT CAMERAS (Cybershots) — “Sony aims to expand sales of value-added compact digital still cameras by introducing models that leverage Sony’s image sensor technologies to further enhance image quality, and also incorporate feature enhancements such as reduced size and weight, and higher-powered zoom.”
2) About mirrorless (NEX) — “Sony will also seek to firmly maintain its number one global market share in the growing mirrorless lens camera category.”
There is no mention of higher-powered zooms in relation to NEX
DSC, CSC, DSLR, High-End DSLR.
Yup, that makes sense!
I said it before and I’ll say it again. “A” mount is dead, dead, dead. They are just giving you the slow death song and dance. Alpha will live on in the “E” mount, which is why I get disappointed everytime folks mistate NEX as not Alpha and “A” mount as Alpha. They are both Alpha, except next year there will be a single, unified mount for the Alpha system, and the mount will be the one that brings them the most revenue. The question really is how will the do the adapter for existing “A” mount to new “E” mount system Alphas. Long live Sony, just believe!
EA-2 is doing just as good as the best A mount cameras on any NEX. I hope it won’t get worse 🙂
Make smaller.. how? NEX cant be smaller (if its supposed to be usable, its on border of usability anyway).
Make lighter.. how? Take A58, everything plastic.. how you gonna make it lighter? Camera from thin air?
Bullsh*t I say.
Of course it can be done.
How can you stare in the face of new technology and say it can’t be done.
Current problems can, are and will be solved.
The differrence between sony and s real camera company is that sony can reallocate resources at eille.
A real camera company must continue to support thier camera line even ehen the going gets a little rough.
It is very disturbing that this future dirrection statement offers not the slightest hint of the future of the alpha line.
It seems as if the flavor of this week is 4k.
That would be good if it doesn’t mean the rest of us can go to h@ll.
They want 4k recording to be in the hands of everyone, from Pros to Consumers (and what lies between) because they need to build desire for their 4k TV line. The more 4k content, the more demand there will be.
Agree – next step is to organize / produce a 4K Blu-ray standard and format and also bring out Higher capacity HDD as well ~ 4K+ video will certainly chew up Hard disk space.
Reduce size & weight of the camera, Sony already done it!
Reduce size & weight of the lenses, Sony please do it!
With 18mm flange distance, E-mount lenses is good for standard zoom (24-120mm).
Without the mirror box, special lenses like Ultrawide angle with extra large rear elements can be developed with A-mount.
Also, with a much longer flange distance, A-mount can be optimized for Telephoto lenses(smaller size)
Question is how to make one camera body to adapt 2 lens mounts + PDAF/CDAF focusing systems, Sony please show us!
How about a still picture camera.
Sharp pictures high resolution
NO VIDEO.
E
We are making too many sacrifices for video.
Sony do you still want to make
the “Best” Video camera that takes still pictures (VG-900?) or
the “Best” still camera that takes video (a99)?
What we need is the “Best” Video camera that takes high quality video AND
the “Best” still camera that takes high quality still pictures!
Focus on sensor = Less on body.
Looks like Sony is going to be sensor + compact (including Nex) specialty.
Ah, thankyou Sony, less size and weight, exactly what I, and everybody else need as there are heavy brick cameras in plentyfull for all those men out there that has those groteskely large gorilla-hands. (around 99% of the male population if you watch the forums online)
yeah, that’s me!
“Sony aims to expand sales of value-added compact digital still cameras by introducing models that leverage Sony’s image sensor technologies to further enhance image quality, and also incorporate feature enhancements such as reduced size and weight, and higher-powered zoom.”
Translation – “we are developing bridge camera based on RX100”.